水果网络营销的主要约束与应对策略

Constraints and strategies of network marketing of fruits

水果是日常生活当中的必需品,然而在网购成为人们一种生活习惯的当下,水果网络营销却并不乐观。其主要原因是水果属于体验性较强和生鲜易腐的鲜活农产品,网购使得消费者买前无法体验水果的品性,物流和配送难以克服水果保鲜难题,高物流成本导致水果网络营销无价格优势。基于此,水果营销商在网络营销过程中,首先要通过SNS社交网络等用户参与的方式增强消费者对于网络销售水果的认可度;其次要通过时间引导、区域引导、产品引导等网络营销策略的应用,减轻网络销售对于冷链配送的负面影响;最后应通过冷库细分、配送包装箱改造、RFID标签应用等方式加强冷链物流的控制,保证产品质量。

Fruits are necessities of daily life,and internet shopping has become a way of life,yet fruits on-line sales is not very well.This article analyzed the current situation and existing problems of the fruit network marketing.It indicated that fruits were fresh agricultural products which were better for face-to-face marketing.How to keep the quality of fruits and reduce logistics costs was a difficult problem to people.This paper also put forward some proposals of marketing strategy and cold chain logistics,which including using SNS platform,guiding consumer’s shopping time and region,the product selecting,improving packing cases,using RFID tags and so on.